01 GTM event flow
From page load to fired tag
A user action becomes a named event in the dataLayer. GTM listens for it, applies consent and trigger rules, and fires only the tags that should run.
02 Server-side
Requests through a server container
Where supported, the browser sends events to a server endpoint on your subdomain. The server container validates them and forwards processed events to GA4, Google Ads and Meta.
03 Ecommerce funnel
Each funnel step, with value
Each funnel step is tracked with items, value and currency, so drop-off and revenue are measured on the same basis in each connected platform.
04 Lead to offline sale
Close the loop with your CRM
The click ID travels with the lead into your CRM. When the lead becomes a qualified deal, that outcome is imported back into Google Ads.
05 Google Ads conversion
The signal travels back
A conversion with the right value and click ID returns to Google Ads, giving Smart Bidding a consistent signal to optimize toward.
06 Meta CAPI
Browser + server, deduplicated with a shared event ID
The Pixel and Conversions API send the same event with a shared event_id, which Meta uses to deduplicate them. This adds redundancy while avoiding double counting.
current event: waiting for event